YSL Beauty, Huda and other international beauty brands strengthen the Brazilian market By Maria
3 min read
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The growing demand in Brazil for high-end beauty products and cosmetics attracts a continuous flow of international brands. This expansion scenario reflects the importance of the country, which occupies second global position in some beauty categories, and now welcomes big names known worldwide. Many of these products, despite being coveted, reach Brazilian consumers at significantly higher prices compared to abroad, driven by the local tax burden. A number of globally successful brands are now expanding their presence, moving from the digital environment to physical retail, according to news from August 19, 2026.
YSL Beauty opens first physical store in São Paulo
The renowned YSL Beauty establishes its first physical store in Brazil, located in São Paulo, marking a new phase after years of operating exclusively through online channels. The development, located in Mata Lab, offers the exclusive collection of luxury perfumes Le Vestiaire des Parfums. The store’s environment reflects the brand’s identity, with a conceptual “Elevated Marble Look” design that combines modernity and boldness through marble.
BORNTOSTANDOUT brings fragrances inspired by Seoul to Brazil
BORNTOSTANDOUT, a perfumery brand from South Korea, is now accessible in Brazil, known for its fragrances with influences on Seoul’s underground culture. Excellence Comercial is responsible for bringing a selection of ten perfumes from the brand to the country, including options from the Sticky, Dark & Drunk & Extrait Extrême and Eau de Parfum Dirty lines. During the launch event in São Paulo, the brand’s creator expressed his enthusiasm. He stated: “I get asked why expand the operation to Brazil, but the correct question would be ‘why not?’. Everyone here smells great and is obsessed with perfumery.”
Huda Beauty products hit Sephora shelves in the country
Huda Beauty, widely appreciated by Brazilians, has its complete portfolio available for purchase in physical Sephora stores since the beginning of August 2026. The brand’s popularity has grown exponentially since 2017, driven by digital influencers in the makeup sector. On a previous occasion, founder Huda Kattan spoke out about Brazil, after the misuse of her company’s visual identity by another cosmetics brand. Among the products already available in stores are palettes, concealers, foundations and the popular powders from the Easy Bake line.
Shiseido expands Ginza line with new perfumes on the national market
Shiseido introduced new perfumes from its Ginza line to the Brazilian market in July 2026, inspired by the original Ginza Eau de Parfum fragrance. The new products include Ginza Datura, with notes of sandalwood, datura flower and ylang-ylang, and Ginza Night, which combines vanilla, cassis and gardenia. The bottles feature a striking design, with an internal sculpture that resembles a dagger.
Color WOW launches professional hair care desired by celebrities
Color WOW, a hair care line acclaimed by celebrities such as Jennifer Lopez and Kim Kardashian, is scheduled to arrive in September 2026. The brand, highly sought after on digital platforms, will make 22 products available in the country. The items will be available at major retailers such as Amazon and Sephora, as well as in beauty salons that sell L’Oréal’s professional lines, including Kérastase and L’Oréal Professionnel.
Much of Color WOW’s global success is attributed to renowned hairstylist Chris Appleton, who serves as the brand’s creative director. He is fundamental in both the development and popularization of products, with a client base that includes figures such as Ariana Grande, Jennifer Lopez, Kim Kardashian and Kylie Jenner.
